Prerna Shah, Ph.D.
Assistant Professor
College of Media and Communication, Texas Tech University
Prerna Shah, Ph.D.
Assistant Professor
College of Media and Communication, Texas Tech University
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Assistant Professor
College of Media and Communication, Texas Tech University
What if you could step into the middle of a hurricane, or see the ripple effects of a risky decision before it's made?
What if you could step into the middle of a hurricane, or see the ripple effects of a risky decision before it's made?
I study how we understand and communicate complex risks - like climate change, breast cancer, and per- and polyflouroalkyl substances (PFAS) exposure. I use virtual reality and emerging technologies to turn complex ideas into powerful, hands-on experiences.
My goal? To communicate health, science, and environmental risks in ways that stick, move, and matter.
My insights from research enrich classroom discussions, encouraging students to critically engage with real-world issues in health, environment, and risk. In turn, my students' questions and perspectives push me to revisit assumptions, deepen my research, and grow as a scholar.
Key Areas of Research
Environmental and Health Risk Communication
Environmental and Health Risk Communication
A safe and healthy environment is foundational for a thriving mind and body. My work in this domain attempts to understand how we perceive environmental and health risks and how strategic communication can shape opinions, reduce polarization, and facilitate behavior change.
Virtual Reality and Emerging Technologies
Virtual Reality and Emerging Technologies
Much of the harmful risks we encounter in our day-to-day lives are not perceived to be so because they are implausible and far-fetched. Emerging technologies like VR, AR, MR and AI offer unique affordances that make such risks front-of-the-mind. My work entails understanding these media experiences and making them relatable and engaging to enhance future outcomes.
Science Communication and Trust
Science Communication and Trust
Trust in science and scientists is at an all-time low. It hinders our efforts to combat misinformation, accelerate modern advancements, and promote informed decision making. I am interested in exploring ways in which the nuances of science and the scientific method can be effectively communicated to foster trust among the public.
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